Long-term relationships between users and smart voice assistants: the roles of experience and love

Purpose This study examines why long-term relationships between expert users and smart voice assistants (SVAs) develop. It postulates that the five dimensions of experience (i.e. sensory, affective, intellectual, behavioural and relational) generate feelings of love for SVAs. The formation of love is examined considering three components: passion, intimacy and commitment. These feelings encourage users to continue employing and to generate long-term relationships with SVAs. Design/methodology/approach Data from a survey of 403 USA expert users of SVAs provide the input for structural equation modelling. Findings The results show that three dimensions of experience influence users’ passion towards SVAs: affective, intellectual and behavioural. Moreover, passion can convert the effect of users’ experiences into intimacy and commitment. Finally, intimacy and commitment increase users’ intentions to continue using SVAs. Originality/value The findings obtained make three original contributions. First, this study is the first to analyse expert users of SVAs and the post-technology adoption stage. Therefore, it introduces a new case of relational marketing in smart technologies. Second, this study contributes by applying a new theoretical perspective that evaluates the importance of users’ experiences with SVAs. Third, it takes an interpersonal approach to explore user-SVA interactions, revealing that users can develop human-like love feelings for SVAs. Peer review The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-10-2022-0570